Considering jeans is a staple fashion item, local consumers are becoming less attached to buying from specialists for daily wear purposes. With rising athleisure trends, they are placing greater emphasis on comfort and style.
With uncertain tourist flows, jeans players aim to capture trapped local purchasing power. Facing strong competition from fast fashion brands, jeans specialists are frequently collaborating with other brands, designers or celebrities to strengthen their brand image and values, and reach out to a wider consumer base.
Other than the US and Italy, Japan is one of the most renowned origins for producing jeans. Many local consumers of jeans are keen to buy a pair of jeans when they travel to Japan due to the country’s famous craftmanship.
At the start of the pandemic, most players were still at the speculating stage and preserving budgets to prepare for a strong return to sales once the threat of the pandemic wanes, and tourist inflow improves. In line with a prolonged pandemic and a shift in consumer behaviour, players are slowly understanding that they will have to adapt to the “new normal” instead.
Despite a boom in apparel sales via e-commerce in Hong Kong due to the closure of non-essential stores during the pandemic, both temporary and permanent, physical stores are likely to remain important over the forecast period, especially for jeans players due to the nature of the product. Traditional jeans are relatively rigid and structured compared to other types of apparel.
As tourist flows remain uncertain and players in Hong Kong mainly rely on local purchasing power, a localised brand image is important to tap into the domestic market. It will be particularly important for jeans players over the forecast period to ensure that marketing strategies involve local celebrities.
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Understand the latest market trends and future growth opportunities for the Jeans industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Jeans industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Jeans research and analysis database.
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